Honest Approachability

Products and services tap into Gen Z preference for honest communication

Implications - The emergence of products and services that aim to leverage hyper-honesty in their messaging speaks to the desire that brands have to resonate with the Gen Z consumer. Due to regular exposure to edited and targeted content on social media and elsewhere, many members of Gen Z have developed a taste for brutally honest communication. By cutting the fluff, this group is better able to communicate and connect with one another, as well as with brands.

Workshop Question - How does honesty play a role in your communication strategy?
SCORE 5.7
Popularity
Activity
Freshness
Megatrends
Patterns
37,865 Total Clicks
Feb 18 - May 19
New and Mild
Featured Examples
Brutally Honest Postcards - 'Mean Mail' Delivers Harsh, Tongue-in-Cheek Messages
SCORE 6.4
Warm 1,115 Clicks Pub: Feb 2, 18
Brutally Honest Postcards
'Mean Mail' Delivers Harsh, Tongue-in-Cheek Messages
Ahead of Valentine’s Day, caring boyfriends, girlfriends, and spouses are looking for the perfect, sincere postcard to send to their significant others, and the rest of us will be overjoyed to... [More]
Self-Aware Tourism Slogans - Nebraska's New State Slogan Reads "Honestly, It's Not for Everyone"
SCORE 4.6
This Year and Average 599 Clicks Pub: Nov 27, 18
Self-Aware Tourism Slogans
Nebraska's New State Slogan Reads "Honestly, It's Not for Everyone"
Nebraska’s new state slogan is offering a departure from what’s expected, presenting readers with a brutally honest and deadpan description which reads, “Honestly, it’s not... [More]
Socially-Powered Self-Improvement Apps - The 'Spokk' Platform Harnesses Crowdsourced Opinions
SCORE 5
This Month and Warm 91 Clicks Pub: Apr 26, 19
Socially-Powered Self-Improvement Apps
The 'Spokk' Platform Harnesses Crowdsourced Opinions
The ‘Spokk’ platform is a self-improvement tool that will provide users with a way to help them fine-tune their ideas, skills and creations by harnessing the power of crowdsourced... [More]
Redesigned Lifestyle Websites - HuffPost Life Focuses on Issues Felt by Real People in America
SCORE 3
This Year and Mild 83 Clicks Pub: Oct 2, 18
Redesigned Lifestyle Websites
HuffPost Life Focuses on Issues Felt by Real People in America
The Huffington Post recently updated its HuffPost Life website as an honest and entertaining “No BS Guide.” Described by Huffington Post editor in chief Lydia Polgreen as a “no BS... [More]
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